The effect of perceptual fluency on goal pursuit

by Hall, Carrie Elizabeth.

Abstract (Summary)

THE EFFECT OF PERCEPTUAL FLUENCY ON GOAL PURSUIT
By Carrie E. Hall
Recent activation of a goal in the environment has been shown to produce non-conscious
goal pursuit in a number of studies (e.g., Bargh, Gollwitzer, Lee-Chai, Barndollar,
&
Troetschel, 2001; Chartrand
&
Bargh, 1996; Fitzsimons
&
Bargh, 2003). In this work, I
investigated the hypothesis that variations in the fluent processing of such recently
activated goals might affect the magnitude of their impact on non-conscious goal pursuit
activities. Specifically, I predicted that increases in the ease of goal prime processing would
increase goal-pursuit behavior. This hypothesis was tested in two studies in which I
investigated whether the fluent processing of a primed goal would influence signature goalpursuit
characteristics: persistence in the face of obstacles and resumption after
interruption. In Study 1, participants were (1) primed with an achievement goal using a
technique that facilitated its fluent processing; (2) primed with an achievement goal using a
technique that reduced its fluent processing; or (3) were primed with no goal. Later,
participants were given an opportunity to persist at an achievement-related task. In Study 2,
participants were primed with an achievement goal or not, in a way that either facilitated
the prime’s fluent processing or not, and then all participants were given the opportunity to
resume an achievement-related task following its interruption. Despite findings from a pilot
study showing that increases in goal processing fluency increased goal evaluation, neither
study found an effect of goal processing fluency on actual goal-related behavior.
Speculations on why these studies failed to produce the predicted outcomes will be
discussed as well as directions for future investigations in this area.